Findings:
The einspänner, a Viennese coffee drink originally made with whipped cream, has evolved into a trendy cold coffee drink, especially popular in South Korea and globally since late 2023.
The drink has become a significant part of Korean coffee culture, now incorporating ice and a softer, denser cream layer that is poured over the coffee.
Similar cream-topped beverages, influenced by the einspänner, are now found in coffee shops worldwide, especially in the U.S., where they are known as “cream top” or “cold foam” drinks.
The texture of the cream is crucial; it is lighter and silkier than traditional whipped cream, resembling "melted ice cream."
Key Takeaway:
The einspänner, and its variations with frothy cream tops, has spread globally, especially driven by South Korea’s coffee culture. These cream-topped drinks are appreciated not only for their taste but also for their visual and textural appeal, especially in social media settings.
Trend:
The rise of cream-topped drinks, blending frothy foam with coffee and tea beverages, is a trend that aligns with South Korea’s growing cultural influence on global coffee trends. This follows the broader movement of personalized, visually appealing drinks.
Consumer Motivation:
Consumers are drawn to these drinks for their luxurious texture, sweetness, and visual appeal, making them ideal for social media sharing and personalized customizations.
Driving Trend:
South Korea's coffee culture, along with the global rise of specialty drinks, is the main driving force behind this trend. Starbucks’ introduction of cold foam also contributed to making cream-topped beverages a mainstream option.
Who Are the People the Article Refers To:
The article refers to coffee drinkers worldwide, particularly in South Korea and the U.S., where these drinks have taken off. Coffee shop owners and cultural influencers, including those in the coffee industry, also play a role in spreading the trend.
Description of Consumers, Product, or Service and Their Age:
Consumers of these drinks tend to be younger adults, especially in their 20s to 30s, who are part of the growing coffee culture. The drinks, such as iced coffee with cream tops, are offered by specialty coffee shops and major chains like Starbucks.
Conclusions:
The popularity of the einspänner and similar drinks shows how global coffee trends can shift rapidly, with South Korea’s cultural influence pushing the rise of these visually appealing and customizable beverages.
Implications for Brands:
Coffee brands should focus on offering customizable drinks with cream tops to attract younger consumers who value both taste and visual appeal. Incorporating regionally inspired variations can help tap into cultural trends.
Implications for Society:
The trend reflects a global shift toward aesthetic-focused, customizable consumer experiences. As drinks become more about personalization and visual presentation, they align with a broader cultural emphasis on individuality and social media engagement.
Implications for Consumers:
Consumers are likely to continue seeking drinks that allow them to customize flavors and textures while offering a visually striking product that can be shared on social platforms.
Implications for the Future:
The trend of customizable, frothy-topped drinks will likely continue to evolve, with new variations emerging across global coffee markets, driven by the desire for personalization and social media appeal.
Consumer Trend:
Cream-topped drinks have become a dominant category in specialty coffee, with consumers drawn to both the indulgent texture and the visual aspect.
Consumer Sub-Trend:
Drinks that merge indulgent flavors (e.g., black sesame, matcha) with unique foam textures are becoming more popular, especially in the premium coffee space.
Big Social Trend:
The rise of hyper-customized beverages reflects a broader societal shift toward personalization in consumer products, as well as the importance of social media aesthetics in shaping purchasing decisions.
Local Trend:
In South Korea and Los Angeles, coffee shops are embracing these foam-topped beverages, blending Korean coffee culture with local influences.
Worldwide Social Trend:
The globalization of coffee culture, with influences from South Korea and other nations, is driving the spread of trendy, customizable drinks across international markets.
Name of the Big Trend Implied by the Article:
"Foam-Centric Coffee Culture" — This trend emphasizes the popularity of cream- and foam-topped coffee and tea drinks that are defined by their texture, visual appeal, and customizability.
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